Purpose – The ubiquity of social media provides sport organizations with opportunities to communicate with fans and as a result, potentially strengthen team identification. The purpose of this paper is to contribute to emerging research on the nature of social media use by sport organizations...

Sponsorship relationships generally are entered into by sponsors seeking brand-related benefits through association with a sport entity brand. However, negative player behavior can serve as a degenerative episode in the relationship and weaken or even dissolve the relationship. This study...

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these...